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MEDIA METRIX & JUPITER COMMUNICATIONS ITS A WOMANS WORLD WIDE WEB

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MEDIA METRIX & JUPITER COMMUNICATIONS ITS A WOMANS WORLD WIDE WEB Powered By Docstoc
					It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




       MEDIA METRIX & JUPITER COMMUNICATIONS

              IT’S A WOMAN’S WORLD WIDE WEB
Women’s Online Behavioral Patterns Across Age Groups and Lifestages
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


EXECUTIVE SUMMARY

Women Surpass Men Online
The number of women online surpassed that of men for the first time ever in Q1 2000 in
the U.S. Additionally, the population of women as a whole is growing more rapidly than
the online population overall: the total Web universe expanded by 22.4% during the past
year, while the female user universe expanded by 34.9%.

Teen Girls Demo Growing Five Times Faster than Internet Overall
The most notable increase by age group from 1999 to 2000 was among teen girls 12-17,
increasing over 125 percent. The number of females aged 18-24, on the other hand,
decreased slightly during the same period, perhaps indicating a shift in interest toward the
college experience and early career building. Women aged 55 plus, as well as young girls
2-11, also posted notable increases in their percent representation online this year.

Women’s Lifestages are Apparent in the Types of Online Content they Prefer
As Internet users establish a distinct presence across virtually all age and gender lines,
content providers continue to develop targeted websites that mirror the needs and interests
of specific populations. These niche sites may not draw the most significant number of
unique visitors overall, but they often boast a heavier concentration of users from key
demographic groups. A thorough analysis of sites with a high composition of women
within specific age groups yields lists of very similar looking Web content. For example,
women in the 24 to 35 age bracket are most highly concentrated among sites offering
content, advice and community focused on childcare.

A detailed analysis of websites with the highest percent composition of females in each
stage of life – from schoolgirls on up to older women enjoying their senior years — yields
compelling insight on usage patterns within each age group.

Marketers targeting Women Employ similar Methods in Europe and the U.S.
Women’s approach to the Internet tends to be focussed on practicality whether they live in
the United States or in Europe. They don’t waste much time on a variety of different sites
but return to those which save them time or money. The Internet is the ideal medium to
distribute information about bargains and tips and tricks which can be posted immediately
and visible to all. Women understand this and increasingly use the Internet to make
everyday life easier.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000



                                                                               Jup Take:

                                                                               Young girls
          % Distribution of Females 2+ on the Web
                                                                               seek an online
                          May 2000                                             entertainment
                                                               Males 2+
                                                                               experience.
                            4.0%     5.8%                      Females 2-11    Later on, as
                                              6.6%             Females 12-17   they prepare
                                                      10.8%    Females 18-24   for college,
                                                               Females 25-34   they are more
                                                               Females 35-44   interested in
49.6%                                                          Females 45-54   education-
                                                               Females 55+
                                                                               related
                                                     10.5%
                                                                               activities on
                              4.4%     8.4%                                    the web.
                                                                               During the
                                               Source: Media Metrix, Inc.
                                                                               college years,
                                                                               however, the
                                                                               number of
                                                                               women 18-24
U.S. WOMEN ECLIPSE MEN ON THE WEB IN 2000                                      decreases
                                                                               slightly,
                                                                               indicating a
In Q1 2000, females aged 2 and up, for the first time, eclipsed males          preference for
aged 2 and up for a majority share of the World Wide Web universe.             offline
Children, teens, college coeds, baby boomers, seniors -- women                 activities. As
young and old joined ranks to claim 50.4% of all unique visitors to            women enter
                                                                               the workforce,
the Web in May 2000, just edging out male counterparts with a 49.6%            productivity
share of the same population.                                                  online
                                                                               becomes key.
Females of all ages are spending time on the Web, although their               Those with
presence is for now anchored by women aged 25-34 and 35-44, who                families, or
                                                                               planning
contribute 10.8% and 10.5% of all Web traffic, respectively. By                families, go for
comparison, Web composition hovers at about 4% among girls aged                parent and
2-11, inching upward to 5.8% for teens 12-17, and 6.6% for young               community-
women 18-24. After peaking in the two center age brackets, female              oriented sites.
share of the Web decreases to 8.4% for 45-54 year-old women, and               Later in life,
                                                                               women favor e-
drops again to 4.4% for women aged 55 and up.                                  commerce and
                                                                               financial
                                                                               services sites -
                                                                               -though not
                                                                               necessarily
                                                                               those geared
                                                                               specifically
                                                                               toward women.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




                                                                                                      Jup Take:
                                          Female Visitors to the Web
                                           May 1999 and May 2000                                      Clearly we’re
                                                                                                      glimpsing a
                            10,000
                             9,000
                                                                                                      new gender
    Unique Visitors (000)




                             8,000                                                                    parity online.
                             7,000                                                                    The numbers
                             6,000                                              May.1999              show that
                             5,000                                                                    women are no
                             4,000
                                                                                May.2000              longer a niche
                             3,000                                                                    market – in
                             2,000                                                                    fact, they
                             1,000                                                                    represent just
                                 0                                                                    over one-half
                                     Aged Aged Aged Aged Aged Aged Aged                               of the online
                                     2-11 12-17 18-24 25-34 35-44 45-54 55+                           population
                                                                         Source: Media Metrix, Inc.   today. As the
                                                                                                      Internet
                                                                                                      becomes more
NUMBER OF WOMEN GROWING FASTER THAN TOTAL                                                             and more of a
ONLINE UNIVERSE                                                                                       mainstream
                                                                                                      medium,
                                                                                                      women
A comparison of Web demographics from May 1999 through May                                            become more
2000 shows a similar configuration of the female Web population                                       critical to the
over time, with the greatest number of visitors consistently drawn                                    equation in
from the same dominant age brackets. But despite a clustered user                                     terms of
                                                                                                      content, and e-
population, surpassing males aged 2 and up in World Wide Web                                          commerce,
composition was statistically speaking a group effort. The combined                                   development.
female demographic group posted impressive growth in unique                                           In fact, among
visitors during this period, particularly compared to visitor growth                                  those sectors
overall: the total Web universe expanded by 22.4%, while the female                                   most actively
                                                                                                      courting
user universe expanded by 34.9%.                                                                      women are
                                                                                                      transaction-
                                                                                                      based sites.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


                                                                                                                                  Jup Take:
                        Percent Change in Female Visitors to the Web
                                   May 1999 to May 2000                                                                           The overall
                                                                                                                                  growth of teens
                                                                                                                                  online, and
   Age                                                                                                                            particularly girl
       d                                                                                                                          teens, has been
  Age 2+
 Age  d5                                                                                                                          astounding over
         5+
    d                                                                                                                             the past year.
 Age 45-54
    d                                                                                                                             The Internet has
 Age 35-44
    d2                                                                                                                            proven to be
 Age 5-34
    d                                                                                                                             fertile ground for
 Age 18-24                                                                                                                        creating
    d1
  Age 2-17                                                                                                                        communities in
     d2
        -11                                                                                                                       which girls can
                                                                                                                                  tell their own
                                                                                                                                  stories and see
       0%




                        %

                                 %

                                          %

                                                   %

                                                            %

                                                                     %

                                                                              %

                                                                                       %

                                                                                                %

                                                                                                      0%

                                                                                                              0%

                                                                                                                     0%

                                                                                                                             0%
              0%




                                                                                                                                  their lives
                    .0

                             .0

                                      .0

                                               .0

                                                        .0

                                                                 .0

                                                                          .0

                                                                                   .0

                                                                                            .0
    0.

            0.




                                                                                                    0.

                                                                                                           0.

                                                                                                                   0.

                                                                                                                          0.
                   10

                            20

                                     30

                                              40

                                                       50

                                                                60

                                                                         70

                                                                                  80

                                                                                           90
  -1




                                                                                                 10

                                                                                                         11

                                                                                                                12

                                                                                                                        13
                                                                                                    Source: Media Metrix, Inc.    reflected online.
                                                                                                                                  New-media
                                                                                                                                  brands targeting
TEEN GIRLS IN U.S. REPRESENT FASTEST GROWING                                                                                      girls should
AGE GROUP                                                                                                                         focus on new
                                                                                                                                  characters,
                                                                                                                                  communications,
The number of female unique visitors increased dramatically over the                                                              and stories
past 12 months in all but two age groups, females aged 18-24, which                                                               based on the real
decreased by 4.5% and women 35-44, with only minor growth of                                                                      world as well as
4.6%. All other female age groups outpaced the Web’s overall 12-                                                                  on music and
                                                                                                                                  books. The real
month growth of of 22.4%. The most dramatic growth during the
                                                                                                                                  opportunity to
year occurred among teenage girls aged 12-17, which increased from                                                                reach teen girls
1,956,000 to 4,426,000 unique visitors, a percent change of +126.3%.                                                              is with the type
Women 55 were just barely outpaced with their unique visitor count                                                                of community
climbing from 1,592,000 to 3,335,000 for an overall 109.5% increase.                                                              building evident
                                                                                                                                  on sites such as
The youngest users, girls 2-11, had notable gains of just over 53%, as
                                                                                                                                  Gurl.com,
did women aged 44-54. In comparison, the greatest percent gain                                                                    Delias.com, and
among male Web users was 45.4% for 12 to 17 year olds, followed by                                                                Kibu.com.
males 55+ with 22.2% growth, and males 18-24 with 17.8% growth.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


While women in the outer age brackets still trail the core users in
terms of unique visitor numbers, the notable growth rate in visitors
from either end of the age spectrum represents at least a temporary
shift in the distribution of females online. Just as women overall are
represented in greater numbers on the Internet today, women from
previously small age groups are also increasing their numbers online.

WEB CONTENT INCREASINGLY REFLECTS USER
DEMOGRAPHIC PROFILES

As the U.S. World Wide Web population establishes a more distinct
presence along these age and gender lines, content providers continue
to develop targeted websites that mirror the needs and interests of
specific populations. These niche sites may not draw the most
significant number of unique visitors overall, but they often boast a
heavier concentration of users from key demographic groups.
Moreover, when several websites with parallel content yield a
similarly high composition of visitors from one group, an increasingly
consistent demographic usage profile begins to emerge. A detailed
analysis of websites with the highest percent composition of females
in each stage of life – from schoolgirls all the way to older women
enjoying their senior years — yields compelling insight on usage
patterns within each age group.

IN EUROPE, TRENDS AMONG WOMEN ONLINE REFLECT
THE U.S.

Women in Europe use the Internet to gather specific information and
to make their lives easier, rather than indiscriminate surfing across
many different sites. Among the most popular sites for women in
Europe are those with information on retail, careers and travel.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


In the United Kingdom, women represent the largest proportion of
visitors to the retailer Tesco at Tescodirect.com and Tesco.co.uk.
Women are also heavily concentrated within Egreetings.com, where
users can send virtual gifts and are majority represented within the
women’s portal Handbag.com. In France retail site Redoute.fr,
women's portal aufeminin.com and travel site Ebookers.com have a
higher composition of women than men. The retail site
Neckermann.de, the job site Arbeitsamt.de and the free and cheap
product and service listings site Geizkragen.de attract mostly women
in Germany. The Swedish sites that have a high composition of
women include retail site Ellos.se, e-greetings site Bluemountain.com
and the travel site Always.se.

The fastest growing online population of females in Europe is in
Germany, where the number of females aged 14 or over grew from
27.3% in January this year to 31.7% of the total online population in
June 2000.



            Women online as % of the total Internet Population in
                      Europe and the United States


    60.0%

    50.0%                                                    50.4%
                                                  44.2%
    40.0%
               35.9%
                          33.4%
    30.0%                             31.7%


    20.0%

    10.0%

     0.0%
              UK*       France*   Germany**    Sweden      USA***
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000



                        MEDIA METRIX, INC.                                Jup Take:
         WEBSITES WITH HIGHEST Percent Composition OF
                     FEMALES 2-11 in the U.S.
                                                                          Young girls
  Females 2-11: 4% of the Total World Wide Web Universe (May 2000)        and teenaged
                                                                          girls are
                     Percent       Unique       Unique                    targeted by
                     Composition Visitors (000) Visitors (000)            diverse sites
Site                         Females 2-11          All Users              ranging from
AMANDAPLEASE.COM         36.1%           78            216                traditional
                                                                          companies
BARBIE.COM               26.6%           94            354
                                                                          with deeper
NICK.COM                 18.9%          345           1822                pockets,
MAMAMEDIA.COM            16.0%          223           1390                such as
ASKJEEVESFORKIDS.COM     15.6%           56            358                Cosmogirl
NICKJR.COM               15.2%           82            538                and Barbie,
FUNSCHOOL.COM            13.6%           28            206                to newer
                                                                          internet
BACKSTREETBOYS.COM       12.5%           43            345                startups such
GETMUSIC.COM             10.5%           27            257                as Gurl, with
GURLMAIL.COM             8.9%            24            271                fewer
                                                                          marketing
                                                                          dollars to
                                                                          spend.
While females aged 2-11 currently represent a tiny 4% of the overall
Web population, these young online enthusiasts have positioned
themselves in far greater percentage terms on sites featuring
television-related content, licensed merchandise, music, and yes,
learning. Amandaplease.com, which draws a winning 36.1 percent of
its audience from the age group, features official pages devoted to the
Amanda Show on cable TV’s Nickelodeon channel. Barbie.com, in
second place with 26.6% of its visitor traffic represented by girls 2-
11, provides product information on the popular Barbie Dolls and
related merchandise. Other domains luring a disproportionately large
percentage of this age group include educational sites
Mamamedia.com and Funschool.com, music retail site Getmusic.com
and music fan site Backstreetboys.com, cable-TV related sites
Nick.com       and    Nickjr.com,     kid-friendly     search    engine
Askjeevesforkids.com, and free web-based e-mail service
Gurlmail.com
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


                        MEDIA METRIX, INC.
        WEBSITES WITH HIGHEST Percent Composition OF
                     FEMALES 12-17 in the U.S.
     Females 12-17: 5.8% of the Total World Wide Web Population

               Percent       Unique Visitors        Unique Visitors
               Composition   (000)                  (000)
Site                   Females 12-17                All Users
COSMOGIRL.COM      50.7%           116                      228
TEENPEOPLE.COM     42.6%           168                      393
DELIAS.COM         41.3%            86                      207
SEVENTEEN.COM      38.6%            95                      245
GURLMAIL.COM       37.4%           101                      271
BLINK182.COM       35.7%            73                      205
TEEN.COM           34.7%           105                      302
ALLOY.COM          31.2%           207                      663
FREEVOTE.COM       31.0%            98                      316
NSYNC.COM          29.0%           141                      485

Sites with the highest composition of females 12-17 remain even
more firmly clustered around several key user interests: teen-targeted
fashion magazines, shopping, and music. These teens affirmed their
Web presence by posting a 126.3% increase in unique visitors during
the past year, and they have just as pointedly established their Web
preferences. Online magazine Cosmogirl.com lands in number one
with an impressive 50.7% of its audience drawn from an age group
representing only 5.8% of the total Web population. Other e-
magazines include Teenpeople.com and Seventeen.com. Shopping
sites Delias.com and Alloy.com also draw heavily from this
demographic group, as do music fan sites Blink182.com and
Nsync.com. Teenaged girls also seek to communicate with others and
to make their opinions known: they are well represented among
visitors to free e-mail site Gurlmail.com, teen community site
Teen.com, and polling site freevote.com.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


                         MEDIA METRIX, INC.
         WEBSITES WITH HIGHEST Percent Composition OF
                      FEMALES 18-24 in the U.S.
      Females 18-24: 6.6% of the Total World Wide Web Population

                        Percent      Unique Visitors Unique Visitors
                        Composition (000)            (000)
Site                            Females 18-24        All Users
BIGWORDS.COM                23.9%            52             217
COLLEGECLUB.COM             22.7%           252            1,108
UH.EDU                      18.0%            41             229
DELIAS.COM                  16.9%            35             207
BLACKPLANET.COM             16.1%            36             224
CEDARPOINT.COM              15.9%            41             260
EFOLLETT.COM                15.8%            32             204
LOVINGYOU.COM               15.5%            34             217
ECAMPUS.COM                 15.2%            38             250
DESTEO.COM                  15.1%            32             215



College-aged women 18-24, the only female demographic group to
experience a decline in unique visitors during the past year, prove less
elusive in qualitative terms. Five of the top ten sites by audience
composition for this group, which represents 6.6% of the total Web
population, are college/education-related. Bigwords.com, the top site
with a 23.9 % composition of this demographic group, as well as
Efollett.com and Ecampus.com, all offer textbooks, used book
buybacks, campus gear, and other merchandise for the college
population. The University of Houston homepage, UH.edu, also
draws relatively heavy traffic from college-aged women, as does the
extensive student community site Collegeclub.com. The other five
sites boasting a high percent composition of the group include:
fashion site Delias.com, African-American portal Blackplanet.com,
amusement park homepage Cedarpoint.com, dating/romance site
Lovingyou.com, and travel information site Desteo.com.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




                       MEDIA METRIX, INC.
 WEBSITES WITH HIGHEST Percent Composition OF FEMALES 25-34 in           Jup Take:
                              the U.S.
                                                                         Women tend to
    Females 25-34: 10.8% of the Total World Wide Web Population
                                                                         be more time-
                                                                         pressed than
                    Percent        Unique         Unique                 men, as they
                    Composition    Visitors (000) Visitors (000)         are more often
Site                        Females 25-34         All Users              heads of
BABYGEAR.COM             56.7%           165            291              households
PAMPERS.COM              48.2%           243            505              making
WALGREENS.COM            47.0%           107            228              important
                                                                         decisions for
IBABY.COM                46.4%           116            249              their families
MORE.COM                 41.1%           398            968              regarding
BIRTHDAYEXPRESS.COM      38.2%            84            219              health and
ESTYLE.COM               38.1%           170            446              wellness,
KSU.EDU                  36.3%           100            277              social
                                                                         activities,
STATEFARM.COM            35.9%            75            207
                                                                         vacation and
ENTREPRENEUR.COM         35.3%            96            273              financial
                                                                         planning. Men,
Judging from the top sites by percent composition of females 25-34,      on the other
this demographic group consistently establishes a presence on sites      hand, devote
devoted to children/motherhood and to health. Babygear.com claims        time to
                                                                         software
the highest composition of this audience with 56.7%, and is joined by    downloads
Pampers.com (offering parenting advice along with product                and are more
information),    shopping     site    Ibaby,    party-planning    site   interested in
Birthdayexpress.com, and kids/maternity shopping site Estyle.com.        technology for
Young women also remain well represented on pharmacy/health              technology’s
                                                                         sake. Women
information sites Walgreens.com and More.com, as well as on              seek ease of
insurance site Statefarm.com. This age group also shows interest in      use and rely on
career/education outside the home:               they contribute a       the Web to
disproportionately high percent of visitors to Kansas State University   make their
homepage KSU.edu, and to Entrepreneur.com, which serves                  lives more
                                                                         efficient and
small/emerging business owners.                                          productive.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




                         MEDIA METRIX, INC.
    WEBSITES WITH HIGHEST Percent Composition OF FEMALES 35-44
                               in the U.S.
      Females 35-44: 10.5% of the Total World Wide Web Population

                       Percent       Unique       Unique
                       Composition Visitors (000) Visitors (000)
Site                           Females 35-44         All Users
ALKA-SELTZER.COM           41.9%           115          276
MARKETDAY.COM              40.9%            97          237
BIRTHDAYEXPRESS.COM        40.3%            88          219
APPLEADAY.COM              39.1%            90          231
PURINA.COM                 38.2%           154          403
CAREGUIDE.COM              38.2%            81          211
LIPTON.COM                 37.4%           161          430
PHYSIQUE.COM               36.3%            74          203
ALLDAYS.COM                34.9%           160          457
CANDYMANCHOCOLATES.COM     34.8%           132          380

Females 35-44, who posted relatively minor unique visitor growth of
4.6% over the past year, nevertheless anchor female traffic to the web
and particularly to a host of consumer product information sites.
Alkaseltzer.com claims a winning 41.9% concentration of female
visitors from this age group. Other products pitched to these women
include vitamins/supplements on Appleaday.com, dog and cat food on
Purina.com, food products on Lipton.com, hair styling aids on
Physique.com, feminine products on Alldays.com, and sweet treats on
Candymanchocolates.com. The remaining sites with a high percent of
visitors drawn from this group reflect family and community
concerns: Marketday.com features an online food cooperative that
raises money for local schools, Birthdayexpress.com provides online
birthday party planning, and finally Careguide.com serves as a
comprehensive resource for caregivers to children or the elderly, with
a special focus on the “sandwich generation” caring for both.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


                       MEDIA METRIX, INC.
 WEBSITES WITH HIGHEST Percent Composition OF FEMALES 45-54 in
                              the U.S.
    Females 45-54: 8.4% of the Total World Wide Web Population

                   Percent        Unique                 Unique
                   Composition    Visitors (000)         Visitors (000)
Site                       Females 45-54                 All Users
ONEHANESPLACE.COM       28.7%            92                    320
COLDWATERCREEK.COM      27.9%            97                    347
HOUSENET.COM            27.6%            75                    271
CAREGUIDE.COM           26.9%            57                    211
CHADWICKS.COM           26.1%           103                    396
ZIANATURAL.COM          25.9%            54                    208
HOLIDAYRECIPE.COM       25.8%            87                    338
UMASS.EDU               25.7%            68                    264
TIAS.COM                25.1%            69                    273
GREETING-CARDS.COM      24.8%            58                    233

Females aged 45-54, who claimed growth in unique visitors during
the past year of over 53%, are contributing a high concentration of
visitor traffic primarily to shopping and hobby/leisure sites, and are
already seemingly committed in terms of web usage preferences. Top
ranked Onehanesplace.com, with a 28.7% concentration of these
women, features hosiery, intimate apparel, and casual sportswear for
purchase on the site, while Coldwatercreek.com sells “country casual”
sportswear and accessories, Chadwicks.com sells discounted brand-
name clothing, and Zianatural.com markets natural skin care products.
Other sites with a comparatively high percentage of traffic drawn
from this group include hobby/leisure domains Housenet.com (for the
home and garden enthusiast), Holidayrecipe.com (for creative holiday
meal planners) and Tias.com (an online community related to
antiques and collectibles). Rounding out top sites by composition of
women 45-54 are the aforementioned Careguide.com for caregivers to
children and/or the elderly, University of Massachusetts homepage
UMass.edu, and Greeting-cards.com.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000


                       MEDIA METRIX, INC.
WEBSITES WITH HIGHEST Percent Composition OF FEMALES 55+ in the
                               U.S.
     Females 55+: 4.4% of the Total World Wide Web Population

                    Percent      Unique Visitors Unique Visitors
                    Composition (000)            (000)                  Jup Take:
Site                         Females 55+         All Users
                                                                        There is a
AARP.ORG                16.8%           51             304              new notion of
MERCK-MEDCO.COM         16.7%           69             414              what it
FUNSTUN.COM             16.1%           71             439              means to be
GENEALOGY.COM           15.6%          113             724              a “senior”
FAMILYHISTORY.COM       15.2%           62             407              today: to be
                                                                        55+ today
WHOOHOO.NET             15.1%           51             338
                                                                        means to be
FAMILYSEARCH.ORG        15.0%          102             681              in the prime
CYNDISLIST.COM          14.8%           33             224              of life. A
FAMILYTREEMAKER.COM     14.8%          132             891              number of
MEDICONSULT.COM         14.6%           30             206              products and
                                                                        services have
                                                                        been
Like their slightly younger counterparts aged 45-54, senior women       developed for
aged 55 plus have witnessed a year of remarkable growth in unique       seniors on
visitor numbers, up 110%. While still representing only a tiny 4.4%     the Web,
share of the total population, this group nevertheless established      whose
relatively high audience share in certain areas related to family,      numbers
                                                                        have steadily
health, and even the pursuit of fun. Perhaps not surprisingly, women    risen due to
of this age can claim 16.8% of traffic to the homepage of the AARP,     targeted
an advocacy group for retired persons. More notable is the              marketing, a
pronounced distribution of sites with high percent traffic from this    decline in PC
group among three categories: genealogy, health and joke/fun pages.     prices,
                                                                        increased
Women 55 and above contributed traffic to Genealogy.com,                ease-of-use,
Familyhistory.com. Familysearch.org, Cyndislist.com (a genealogy        and the
site index) and Familytreemaker.com.           Likewise, they were      availability
comparatively well represented on managed health care site Merck-       of compelling
Medco.com and health information site Mediconsult.com. And              new sites.
finally, women of this age provided traffic to funstun.com and
Whoohoo.net, light entertainment pages with jokes, stories, cartoons,
and related content.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000



                      MEDIA METRIX, INC.
 WEBSITES WITH HIGHEST Percent Composition OF FEMALES 2+ in
    Females 2+: 50.4% of the Total World Wide Web Population

                    Percent      Unique        Unique
                    Composition Visitors (000) Visitors (000)
Site                        Females 2+         All Users
ALLDAYS.COM             90.3%         413            457
AVONORDER.COM           89.8%         217            242
OILOFOLAY.COM           89.3%         343            384
CHADWICKS.COM           88.8%         352            396
AVON.COM                88.0%         270            307
BIRTHDAYEXPRESS.COM     87.5%         191            219
ZIANATURAL.COM          85.2%         177            208
ANTI-WRINKLE.COM        85.1%         183            215
ONEHANESPLACE.COM       84.5%         271            320
MOTRIN.COM              84.2%         258            306

One might expect that the top sites by percent composition of all
females 2+ would skew toward the many product sites most other
consumers have embraced. The data, however, reveals not just a bias
toward these sites, but a near sweep of the top ten by sites geared
toward the marketing/selling of consumer and retail products.
Shopping and product information sites previously noted
(Alldays.com,         Chadwicks.com,          Zianatural.com,        and
Onehanesplace.com) are joined by health and beauty product sites
Avonorder.com, Oilofolay.com, Avon.com, Anti-Wrinkle.com and
Motrin.com on the roster of sites with the highest concentration of
female web visitors overall. Birthdayexpress.com, the party-planning
site, is alone on the list in providing content that is primarily outside
this realm.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




                      MEDIA METRIX, INC.
  TOP COMMUNITY WEBSITES FOR WOMEN: Percent Composition
                           Women 2+
    Females 2+: 50.4% of the Total World Wide Web Population

                Percent       Unique Visitors Unique Visitors
                Composition   (000)           (000)
Site                      Females 2+          All Users
CLUBMOM.COM          74.0%           1,294          1,749
WOMEN.COM            73.5%           2,726          3,710
HOMEARTS.COM         70.4%           1,287          1,828
OXYGEN.COM           70.3%            560            797
IVILLAGE SITES*      69.1%           4,177          6,053
WOMENSWIRE.COM       67.9%            386            569
ONHEALTH.COM         59.0%           3,006          5,097



Although product-related sites – as well as numerous other domains
cited in this report - do claim an overwhelmingly female audience, it
is critical to note that the majority do not define themselves as
traditional women’s or girl’s sites. They successfully target one or
more female demographic groups on the Web, and they may even
provide a community experience for women, but they generally don’t
do so by definition. In comparison, there are a number of sites that
are largely recognized as community sites for women, although they
fall outside the top sites by composition of any specific female
demographic group, largely because their content also attracts
significant numbers of male visitors.           The leading women’s
community site ranked by composition of females aged 2 plus is
Clubmom.com, with 74%, followed closely by Women.com with
73.5%, Homearts.com with 70.4%, Oxygen.com with 70.3%, iVillage
Sites with 69.1%, Womenswire.com with 67.9% and finally
Onhealth.com with an audience that is 59% comprised of female
visitors. By and large, these sites lure a higher number of unique
visitors – nearly 4.2 million for iVillage sites in May 2000 – although
in compositional terms they trail sites whose narrower scope helps tap
into women at a distinct life stage.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000



                    MEDIA METRIX, INC.
  TOP WEB AND DIGITAL MEDIA PROPERTIES AMONG WOMEN18+

                                                Unique     Unique
                                                Visitors   Visitors
                                                (000)      (000)

Rank    Web & Digital Media Properties Women 18+ All Users
   1    AOL NETWORK* Proprietary & WWW   23,927      59,230
   2    MICROSOFT SITES*                 20,339      49,309
   3    YAHOO SITES*                     19,774      48,851
   4    LYCOS*                           13,337      32,475
   5    EXCITE @ HOME*                   13,240      28,751
   6    GO NETWORK*                      8,933       23,065
   7    ABOUT.COM SITES*                 7,335       17,926
   8    AMAZON*                          6,726       14,972
   9    NBC INTERNET*                    6,534       16,489
  10    ALTAVISTA NETWORK*               5,694       14,183
* = Aggregation of commonly owned/branded domains


In terms of total visitors, the properties that draw the highest number
of female unique visitors reflect the top Media Metrix digital media
and web properties overall. They include familiar brands of portals,
search engines and other consolidations that routinely lead the
monthly rankings. These properties offer wide-ranging content that
provides value to a broad demographic group of users, and thus their
composition generally mirrors that of the online population as a
whole. While broader content within these properties limits targeted
marketing to women at any particular life stage, these online
resources are nonetheless important stopping grounds for millions of
women on the Internet.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




It’s a woman’s World today, or more specifically, it’s a woman’s
World Wide Web. With a first-ever outnumbering of males on the
web this year, and significantly high growth rates confirmed among
previously invisible age groups, female web enthusiasts are likely to
represent an increased share of the user population in the years ahead.
Websites seeking to increase the percent of females among their
unique visitors are likely to find an expanding number of targets for
their content, products and services. And likewise, sites that become
increasingly keyed to specific target audiences will ensure that
females of any age, interest or life experience will find like-minded
company on the World Wide Web.
It’s a Woman’s World Wide Web
Media Metrix & Jupiter Communications
By Anne Rickert, Media Metrix and
Anya Sacharow, Jupiter Communications
August 2000




METHODOLOGY SUMMARY & DEFINITIONS:

Percent Composition: The portion of a web site’s total population
(100%) represented by a specific demographic group.

Unique Visitors: The total number of different people who visited a
Web site or property at least once within the given measurement
period.

Jup Takes: Based on Jupiter Communications analysis.

Samples:
All data contained in this report are based on Media Metrix’ sample
of over 55,000 people under measurement in U.S. homes and
businesses, unless otherwise noted.

Data on European countries is based on Media Metrix’ representative
sample of over 10,000 people under measurement at home.

Please visit: www.mediametrix.com for more information about
Media Metrix. For a detailed description of the Company’s
methodology, please visit:
http://www.mediametrix.com/usa/products/methodologies.jsp


Press Contact: press@mmxi.com

Sales Contact: sales@mmxi.com




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